Creating effective landing pages: Key elements and best practices for higher conversions
Discover how to build high-converting landing pages with proven strategies and expert tips tailored for digital marketers and brand builders. Boost conversions today.
Imagine you're investing in a high-performing ad campaign. Clicks are flowing in, traffic’s up, and expectations are high. But conversions? Stuck. What gives? More often than not, the culprit is the landing page. That last step, the virtual handshake, falls flat. A stellar landing page isn't just a digital formality; it's the linchpin for turning curious visitors into committed customers.
At Otter Labs, we work closely with digital marketers and business owners scaling their brands. These professionals are growth-driven, results-focused, and have no time for fluff. They need landing pages that convert, full stop.
This article unpacks what makes landing pages effective, the data behind conversion success, and actionable strategies you can plug into your next campaign. Whether you're launching a product, running ads, or just building brand authority, a sharp landing page makes all the difference.
Why landing pages matter
Your landing page is where attention either turns into action—or disappears. While a homepage casts a broad net, landing pages are precision tools built for one thing: conversion. That might mean collecting emails, prompting event signups, or selling a core product.
According to HubSpot, companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15. But it’s not just about quantity, it’s about the strategic design and messaging within each page. Quality and purpose are everything.
And in a fast-moving digital ecosystem, clarity wins. Your audience has a limited attention span, some studies estimate as little as 8 seconds. That’s less time than it takes to finish this sentence. You’ve got to engage fast, and a well-crafted landing page is your best shot.
Let’s dive into the key building blocks of landing pages that convert.
Key elements of high-converting landing pages
1. A Clear, compelling headline
Your headline is your hook. If it doesn't grab instantly, you're already losing users. High-converting headlines are specific, benefit-driven, and aligned with what brought the user to the page.
Bad: “Welcome to Our Page!”
Better: “Boost Your Fitness Studio Bookings by 45% in 30 Days - Here’s How.”
Top Tip: Use power words that elicit emotion and offer tangible value: "Grow", "Win", "Save", "Transform", "Unlock".
2. Subheadings that support and clarify
After the headline pulls users in, your subheading should solidify the value on offer. This is the perfect place to reinforce your unique selling proposition and set expectations.
Example: “Join 2,500+ wellness brands using data-backed strategies tailored to busy studio owners.”
3. Strong, emotionally resonant imagery
Your visuals should reinforce your message, not distract from it. Prospects should see themselves or their aspirations reflected in your imagery.
For Digital Managers, that might be sleek dashboards, team collaboration, or branded podcast reels. For our sports and wellness clients, that’s studio classes, smiling clients, and integrated tech.
Bonus: Use real photos over stock imagery where possible. Authenticity builds trust.
4. A focused Call to Action (CTA)
A strong CTA doesn’t just say “submit” or “learn more.” It tells users exactly what they’ll get and why it’s worth it.
Better CTAs include:
- “Start Your Free 7-Day Marketing Sprint”
- “Download The Brand Positioning Guide Now”
- “Book a Free Chat - Let’s Plan Your Growth”
Stick to one CTA per page to keep things focused.
5. Social proof
From testimonials and case studies to user counts and trust badges, social proof validates your claims and removes doubt. Use direct quotes, client logos, ‘as seen in’ features, or even video testimonials. For best results, keep stories specific and results-driven.
Made-up Otter Example: “We increased bookings by 62% in three months using Otter Labs' funnel strategy. The team feels seen and supported, finally.”
6. Benefit-first copywriting
Benefits beat features, always. Instead of “Our tool has calendar integration,” try “Stay effortlessly organised and save 5+ hours per week.” Keep language accessible. Avoid jargon unless your audience expects it. Use short paragraphs, active voice, and bulleted lists to aid skimming.
7. Mobile optimisation
With up to 70% of landing page visits coming from mobile devices, responsive design isn’t an option—it’s a necessity. Your mobile landing page should load fast, look good, and convert with ease. Optimise those page load speeds for mobile too. Every second counts. A delay of just one second in page load time can reduce conversions by 7%, according to Akamai.
8. Quick-read and trust indicators
When users are about to hand over their email or payment info, they want assurance. Add easy-to-spot trust signals like:
- SSL certificates
- Satisfaction guarantees
- Industry recognitions
- Privacy policies or GDPR compliance
Best practices backed by data
Let’s dig into some conversion-focused data to drive decisions:
Lead pages found that average landing page conversion rates range between 2.35% to 5.31%, but the top 25% of pages convert at over 11%.
Un-bounce reports that pages with fewer navigation links see up to 100% higher conversion rates than those with standard menus.
Eye-tracking studies show that CTAs placed above the fold (the first visible screen without scrolling) perform better—especially when surrounded by white space.
Experts sound off as well:
Neil Patel advises A/B testing page elements regularly—not just CTAs, but headlines, copy length, colours, and testimonials.
Joanna Wiebe, the founder of Copyhackers, emphasises the emotional clarity of the message: “A landing page should answer... ‘Why should I care, and what’s in it for me?’ immediately.”
Practical strategies for implementation
1. Use Tools Built for Landing Pages
Forget hacking together a landing page with your website CMS. Use platforms like Unbounce, Leadpages, or Instapage for granular optimisation, testing, and performance tracking.
For WordPress users, tools like Elementor or Thrive Architect offer robust landing page builders with drag-and-drop simplicity. If you’re using a CRM or funnel tool like HubSpot, or Ontraport, use the built-in editor to make everything flow with your campaign automation.
2. Match Ad Messaging with Page Copy
You know the importance of message match when running paid search or social. If your Google Ads promise a free marketing roadmap, your landing page better deliver just that.
The tighter the match between the ad, headline, and CTA, the better the conversion.
3. Run A/B Tests Continuously
Don’t launch and leave your page. A/B test one element at a time: headline vs headline, colour vs colour, CTA wording vs another. Even small tweaks can move the needle.
A button colour test conducted by HubSpot showed a red CTA button increased conversions by 21% over a green one on the same page. The point: test everything.
4. Drive Traffic Strategically
A great landing page is only as good as the traffic it receives. Use targeted Google Ad campaigns, email list segmentation, or influencer partnerships to ensure alignment between traffic source and landing page offer.
For wellness and sports brands, try leveraging local SEO combined with compelling landing pages to boost event signups and membership trials.
5. Integrate Analytics
Track everything. Tie your landing page to Google Analytics, and your CRM. Without clean data, you're guessing instead of improving.
Look closely at things like heatmaps, scroll depth, bounce rates, and form abandonment. Each data point is a conversion clue.
Landing pages are growth engines
If your landing page isn't converting, your digital strategy will hit a wall, no matter how brilliant your ads are, how compelling your offer is, or how strong your brand presence is on social.
A well-built landing page integrates psychology, design, data, and user experience into one seamless package. It satisfies intent and motivates action.
Whether you’re a CMO, CEO or business owner entering your growth phase, investing in strong landing pages will compound your returns, time and time again.
So what should I do next?
Need help auditing your current landing pages or building new ones that convert? Book a free discovery session with the Otter Labs team. We’ll pinpoint what’s working, what’s not, and help you create landing pages that do the heavy lifting.
